Mobile Advertising and SEO
There are distinct differences in how paid search advertising and organic search results work on computers and mobile devices. The biggest impact on mobile advertising and organic search is based on how optimized a website is for mobile use.
From an organic search standpoint, website search engine optimization (SEO) must factor in mobile-friendly best practices. Websites that have implemented mobile-friendly best practices have search engine ranking advantages over other websites that are not optimized for mobile use.
For paid search ads, which can be specifically targeted for mobile devices, websites that are not optimized for mobile use suffer from an adverse impact to their campaign Quality Scores. Quality Score is a metric that Google and other mobile search advertisers use to influence ad placement and cost per click.